Penis envy will take on a new meaning with the release of the men's equivalent of the Wonderbra.
Australian underwear company AussieBum has released its Patriot range of underwear for men wanting to make their package look bigger.
"It basically lifts, separates and extends," said AussieBum founder, Sean Ashby. "This design uses all of the natural assets of the person, whether they be big, small or indifferent." The underwear features a 'wondercup', a pouch used to "separate and stop squashing".
The range was launched last week and already the company has sold more than 50,000 pairs in Australia and overseas. Ashby said the design had attracted a lot of interest in the United States and Europe.
Locally, the design will feature in a major advertising campaign, including a billboard on one of Sydney's busy highways. "We know that the billboard is going to cause a bit of attention and controversy," said Ashby. You said it, boyo.
The marketing campaign features the slogan: "The new 'wondercup' technology in these attention-grabbing, all-cotton Patriot briefs will have you seriously looking bigger and feeling amazing".